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Aaron Yankholmes

Associate Professor

Nottingham Business School


Aaron is an Associate Professor in Marketing at Nottingham Business School, Nottingham Trent University.

Career overview

Aaron has previously held academic positions in Macau (Macau University of Science and Technology; Institute for Tourism Studies [IFT]), Netherlands (Breda University of Applied Sciences) and a few UK HEIs (Bournemouth, University of South Wales, Huddersfield).

Research areas

Cultural heritage management and marketing

Migrant travel behaviour

Sustainable travel experience

Visitor experience design & management

Strategic management & marketing

Sustainability marketing

Special interest markets

Cross-cultural marketing in tourism and hospitality contexts

External activity

External Examiner

Advisory Council Member Fanimal Advisory Council


For more information, click here.

Refereed Journal Articles:

Zhang, C., Yankholmes, A., & Morgan, N. (2022) Promoting postcolonial destinations: paradoxical relations between decolonization and ‘East meets West’. Tourism Management

Yankholmes, A., McKercher, B., & Williams, N. (2021). A latent class approach to examining migrant family travel behavior. Tourism Management

Filimonau,V.,Todorova, E., Mzembe, A., Sauer, L., & Yankholmes, A. (2020). A comparative study of food waste management in full service restaurants of the United Kingdom and the Netherlands. Journal of Cleaner Production

Yankholmes, A., & McKercher, B. (2020). Migrants’ identify and subsequent travel behaviour. International Journal of Tourism Research, 22(5), 537-550

Yankholmes, A., & McKercher, B. (2019). The impact of self‐concept and place attachment on migrants' travel. International Journal of Tourism Research, 1-13,

McKercher, B., Yankholmes, A. (2018). Travel as learned behaviour: Western migrants in Hong Kong and Macau. Tourism Management, 67:191-200.

Yankholmes, A. (2018). Tourism development as an exercise in three-dimensional power: Evidence from Ghana. Tourism Management Perspectives, 25: 1-12,

Yankholmes, A., & Timothy, D.J. (2017). Social distance between local residents and African-American expatriates in the context of Ghana’s slavery-based heritage tourism. International Journal of Tourism Research, 1-10.

Akyeampong, O., & Yankholmes, A. (2016). Profiling masquerading festival attendees in Ghana. Event Management, 20: 285-296.

Yankholmes, A. (2016). A look at the consumption behaviours along Ghana’s Slave Routes. Tourism Recreation Research, 41: 1-11.

Yankholmes, A., & McKercher B. (2015). Understanding visitors to slavery heritage sites in Ghana. Tourism Management, 51: 22-32.

Yankholmes, A., & McKercher (2015). Rethinking slavery heritage tourism. Journal of Heritage Tourism, 10: 233-247.

Yankholmes, A. (2014). Publish or perish: African scholarship in the field of tourism and hospitality studies. Tourism and Hospitality Research, 14: 97-107.

Yankholmes, A. (2013). Residents’ stated preference for scale of tourism development in Danish-Osu, Ghana. Cities, 31: 267-275.

Yankholmes, A.K.B.& Shanshan L. (2012). Leisure and education in Ghana: an exploratory study of university students’ leisure lifestyles. World Leisure Journal, 54: 58-68.

Yankholmes, A., Boakye, KAA., & Wellington, HNA. (2010). ‘Awusai Atso’: community attachment to the use of Transatlantic Slave Trade resources in Danish-Osu, Ghana. Journal of Heritage Tourism, 5: 49-67.

Yankholmes, A. (2010). Residents’ perceptions of tourism impact in Danish-Osu, Ghana. Journal of Educational Travel, 1: 33-50 Yankholmes, A., & Akyeampong, OA. (2010). Tourists’ perceptions of heritage tourism development in Danish-Osu, Ghana. International Journal of Tourism Research, 12: 603- 616.

Yankholmes, A., Akyeampong, OA. & Dei, LA. (2009). Residents’ perceptions of Transatlantic Slave Trade attractions for tourism development in Danish-Osu, Ghana. Journal of Heritage Tourism, 4: 315-329.

Book Chapters:

Yankholmes, A. (2022). The Transatlantic Slave Trade: Africa’s Epitomous Heritage Tourism. In Cultural Heritage and Tourism in Africa. Routledge.

Yankholmes, A. (2022). Slavery Heritage. In Encyclopedia of Tourism Management and Marketing. Edward Elgar Publishing. Yankholmes, A (2018). Leisure in Ghana: Whence and Whither? In K.A Henderson and Sivan, A, Leisure from International voices (pp.53-62). Sagamore Venture, Urbana, IL.

Yankholmes, A (2017). The articulation of collective slave memories and ‘home’ among expatriate diasporan Africans in Ghana. In S. Marschall, Tourism and Memories of Home: Migrants, displaced people, exiles and diasporic communities (pp.222-245). Channel View Publications Ltd, Bristol, UK.

Yankholmes, A. (2016) “Publish or perish” - Academic productivity of Africa-based scholars in tourism and hospitality. In M. Novelli (ed.), Tourism and development in Sub-Sahara Africa: Current issues and realities (pp.85-89 [online]).

Contemporary geographies of leisure, tourism and mobility. London and New York:

Routledge. del Valle Doistua, R.S., & Yankholmes, A.K.B. (2011). Valor del ocio en los jóvenes universitarios: un análisis desde las practicas. In A. M. Ortuzar & J.C. Amigo (eds.), Los valores del ocio: cambio, choque e innovación (pp. 137-157). Bilbao: Universidad de Deusto

Non-refereed published work:

Yankholmes, A. (2016). Will Macau’s casino-based tourism revenue bounce back? Tourism Society Journal, 166 (Autumn), 25: 25

Press expertise

Sustainability marketing

Sustainable tourist behaviour

Cross-cultural marketing